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We’re in the midst of a remarkable media revolution, thanks in no small part to the impact of video. Today, stories delivered through sight, sound and motion are gold for advertisers, publishers and consumers.

And like so many trends, people and their behaviors lead the way. The proliferation of camera-enabled smart phones has carved out an entirely new opportunity for platforms like Snapchat, Facebook, YouTube and Periscope to build thriving businesses around video in many forms.

Today, live video is fast becoming a new norm. Platforms that have enabled people to become their own broadcasters have tapped into the inherent emotional value of real-time communications: immediacy, authenticity, suspense and drama.

We know how this formula plays out: technology inspires consumer behavior, consumers adopt and adjust their expectation, brands look to integrate into said new way of life in authentic, valuable ways.

The live video phenomenon is only just beginning. Social media and technology have given birth to an age of consumers who embrace having a voice, sometimes without a filter. They want to be heard loud and now.

Live video is a growing opportunity for brands for two reasons: 1) live video will become more mainstream; consumers will accept it if not expect it, and 2) live video is in itself an experience, which today’s consumers gravitate more towards than static marketing messaging.

But like anything that’s new, a test-and-learn approach is in order. For bold marketers looking to take early advantage of this new way to engage consumers, here are some tips:

Let go of your fear but mitigate risk: Live video can be scary because you can’t fully control live. To get started, set up a live video stream that you can control. Behind-the-scenes footage of an event or an interesting aspect of how your business operates can be a valuable, risk-adverse stream.

Avoid chest beating - this isn’t about you: To create brand moments that engage, think of your audience and make your content about them. Social is all about the community and the conversation. Develop live content that captures the power of an engaged audience through participation or designed call-to-actions/sharability.

Cross-promote to drive viewership: Leverage your social platforms, brand ambassadors and influencers to drive awareness and interest in your live video stream. Tune-in will be an obstacle at first for this type of medium. Consider how you can make live video appointment viewing.

Test and learn: Because live video is new, there is inherently room to experiment, as the threshold for polish is low. Try a live video and monitor for the engagements in-stream. By reading the comments and questions and viewing the reactions throughout the session, you can adjust future video programming to align with your audience and gain wider viewership.

All live video is not created equally. Consider the platform: Great content happens at the intersection of brand, audience and platform; video is no different. People view video vertically on Snapchat, but horizontally on YouTube. Facebook allows six different reactions, where Periscope and Instagram allow one. Think about what your audience expects, your brand’s most important metrics for success, as well as the platform’s nuances when designing your message.